Customer focus in a service context

Date of publication: November 1, 1996


Customer orientation is the focus of this paper. The primary purpose of the underlying study is to measure the customer focus of real estate agents. The Narver and Slater -1990 scale was made operational to fit the situation of the real estate agents in order to translate customer focus into specific activities designed to increase business performance. The ultimate purpose of the study is to determine the strength of the relationship between business performance and customer focus. This paper presents the research results and discusses the appropriateness of the customer focus element of the Narver and Slater -1990 scale in a services context.

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